Ipsos Report Reveals British Consumers' Pessimism Amid Global Trends

What's Happening?

The ninth annual Ipsos Global Trends Report 2025 highlights a growing pessimism among British consumers regarding the state of the world and their country. According to the report, only 19% of British consumers are optimistic about the global situation, compared to a global average of 40%. Additionally, 43% of the British public hold a pessimistic view of their country's future, surpassing the global average of 32%. This sentiment is attributed to recent political upheavals and slow economic growth. The report identifies nine key trends, including Globalisation Fractures and Splintered Societies, which reflect shifting values and attitudes towards globalisation, immigration, and economic fairness.

Why It's Important?

The findings of the Ipsos report underscore significant challenges for brands operating in the UK. As consumer pessimism rises, brands may need to adapt their strategies to align with local values and preferences. The report suggests a growing preference for local products, with 70% of respondents favoring domestic goods over international ones. This shift could impact global brands and their marketing strategies, as evidenced by Coca-Cola's focus on local marketing. Additionally, the report highlights the importance of trust, with consumers increasingly seeking brands that reflect their personal values. This trend presents opportunities for brands to build trust and loyalty by supporting social causes and demonstrating corporate responsibility.

What's Next?

Brands may need to reevaluate their strategies in response to the Ipsos report's findings. As consumer attitudes shift towards localism and value alignment, companies might focus on enhancing their local presence and community engagement. The report suggests that businesses could play a role in addressing societal divisions and economic disparities, potentially leading to increased consumer trust and loyalty. Furthermore, the report's emphasis on technology and AI indicates that brands should carefully consider their approach to technological solutions, ensuring they resonate with consumers who may be skeptical of AI's impact.

Beyond the Headlines

The Ipsos report highlights deeper societal issues, such as the perception of economic inequality and the role of businesses in society. With 71% of the global public believing the economy is rigged to benefit the wealthy, brands face pressure to demonstrate their commitment to social equity. This could lead to long-term shifts in corporate strategies, emphasizing transparency and ethical practices. Additionally, the report's focus on trust suggests that brands have an opportunity to rebuild consumer confidence by aligning with societal values and addressing public concerns.